SEO Reality Check by David Harry
I wrote and article recently trying to illuminate the value of a web site design
in as much as, 'what a design is' and 'what it is not'. The experience got me
thinking about internet marketing, specifically SEO, in somewhat the same light.
Over the dozens of potential client service requests, RFP's and 'vertical'
service requests, I see many systemic problems in SEO and the way it is
perceived. For the un-initiated, I have ranted before on systemic problems in
the SEO industry, for those following my 'traveling RANTing road show', that's
not what this is, although the lack of understanding of it in the business world
certainly is a player in the cause and effect of my ire. Still with me?
Onwards...
SEO is advertising, NOT sales
So just what exactly am I 'on about' this time? Well, the fact that; Search
Engine Optimization merely brings organic Search Engine traffic to the web site.
That's all, that's it and there 'ain't no more'.You would be surprised, (or
would you?) at the number of times every week I find myself explaining this
little reality rendezvous. If you are thinking that some how an SEO provider is
going to magically 'Make You More Money' it is a foolhardy game your are playing
and any provider that is telling you such should be taken back to SEO School (if
there was one).
In reality, the most a great SEO campaign can do for you is bring boat loads of
targeted traffic, which should in theory, bring increased revenues/conversions.
That is where the assumption belies the endeavor. Let's think Brick and Mortar
for a moment here.
We run an amazing Ad campaign on Televisions, in print media, out door
advertising and promotion. Does this ENSURE a revenue increase? Well if the
product, service or company we're promoting is of low quality it won't
necessarily translate the way we'd hope. Taking this back to the web, a poorly
built web site, an unwanted service or product that wasn't thought out, will not
necessarily 'convert' the traffic brought in by the SEO campaign.
Understanding the Big Picture
I have long been an advocate in not being myopic over any one area of an
internet business. So this is 'par for the course' for me. One must now move
past the SEO (and SEM) process and onto understanding their visitors through Web
Metrics, Analytics and conversion tools such as Split and Multi-Variance
testing, path tracking and other goodies to best convert the visitors they
achieve through the SEO/SEM programs. Learn to optimize the conversion rates to
have a complete internet strategy in place. Does it end there? Of course not.
Next in line is customer service (CRM) related issues. You can see how this
starts to work now right?
Here's a simple way of looking at it that I picked up somewhere;
Attract - Captivate - Educate - Sell (convert)
The Search Engine Optimization (and Marketing) is merely part of the 'Attract'
phase. This is how to best perceive the role of SEO in your internet business
planning. There is far more work to be done on the long road to success. If we
focus on merely attracting visitors, skewed perceptions and high rankings, an
entire world of possibilities for greater revenues and increased conversions is
being lost.
Back to the Drawing Board
So now go back about planning, running and growing your internet business. I'd
just be so much happier if everyone looked at a larger view of the development
process that they currently have.
Look at your business structure to ensure all the bases are covered. If you
haven't, put down your company structure on paper so you can see all of its
parts. Look at how you budget your business investments into you business. Is it
being spread out? Is one area getting more attention or money than I may deserve
thus limiting another (such as Analytics and split testing software purchases)?
They say the failure rate for internet businesses is around 90% over the 1st 5
years. I would love to get that number down and have plenty more 'veterans' to
hang out with 5 years from today. Care to join me?
About the Author:David
Harry is
small business developer
that has recently launched Reliable-SEO.com providers of
affordable SEO services.
Source of this article:
www.goarticles.com
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